But there’s also some risk in the approach. Out of six potential economic messages tested in the April NBC-WSJ poll, taking aim at the “ever-widening gap between the ultra-rich and everybody else” was the least appealing to voters. On Romney’s personal wealth, as many Americans in a February Post-ABC poll said it was a positive as a negative.

What’s a more promising approach for the president (and also Romney)? The top performing statement about government and the economy in the NBC-WSJ poll was: fighting for “balance and fairness” and encouraging “the investments needed to grow our economy and strengthen the middle class.” Number two: a candidate who “says America is better off when everyone gets a fair shot, does their fair share and plays by the same rules.”